first, my name is charlie sheldon. represent the industrial designers of america, building products, everything that you can imagine. we decided we were not really focusing on the right things. we spoke to the graphic designers association, the interactive designers association, putting together with our partners some non- traditional competitions. this competition took many shapes. we decided that the process, having come from the city, we sketched out what we thought would be best. the people that knew what was going on on the ground, coming to tell us what we should design and how to prioritize. putting it out to the design community, members across the country, having them get together and forming teams to design any kind of intervention. from service to the new products. sustainable chicken coops. maybe someday on the roof of the mayor's office. though one that -- wonderful benefit was not only all of the electronics, but all of these services where we used technology and some really creative envisioning for how t